GYNO Daktarin: Little V Diary

Garrett Michaels

Campaign details

Brand owner: Xian Janssen (a Johnson & Johnson pharmaceutical company)
Agency: Raynet Ogilvy
Brand: GYNO-Daktarin
Country: China
Channels used: Branded content, Events and experiential, Internet - display, Internet - microsites, widgets, Internet - search, Magazines - consumer, Online video, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, Public relations, Radio, Social media, Word of mouth and viral
Media budget: 1 - 3 million

Executive summary

GYNO-Daktarin is China's top yeast infection treatment but pharmaceutical marketing restrictions limited Xian Janssen to functional promotions, with competitor brands following suit, in an undifferentiated category.

A key tactic in Xian-Janssen's aggressive plan in China 'to grow at or above the market rate of 17% annually' is to leverage product dominance in order to branch out into other related product areas. GYNO-Daktarin is seen as having a strategic foothold in the women's category for future product launches.